Data

This week: Amazon unleashes advertising infrastructure overhaul

Amazon debuts unified Campaign Manager, AI agents, and expanded analytics at unBoxed 2025 while Google rolls out measurement improvements and IAB Tech Lab introduces agentic standards.

Luis Rijo

Nov 14, 2025 • 16 min read

Amazon transformed its advertising infrastructure on November 11, 2025, announcing a unified Campaign Manager platform that collapses the Amazon DSP and Ads Console into a single buying tool. The consolidation occurred at the company's annual unBoxed conference, where Amazon unveiled multiple artificial intelligence agents designed to automate campaign management tasks across its advertising ecosystem.

The Campaign Manager integration eliminates the fragmented workflow that previously required advertisers to manage sponsored ads and programmatic DSP campaigns through separate interfaces. An agentic mode called Full-Funnel Campaigns can now set up and adjust multi-format campaigns across Sponsored Products, Sponsored Brands, display, and streaming television from a single prompt. Advertisers already using Sponsored Ads can continue running campaigns in Campaign Manager without added fees, while the DSP maintains existing minimum spend requirements.

Kelly MacLean, vice president of Amazon Ads, told Digiday that marketers now get a consolidated view into how campaigns deliver recommendations across the funnel. The changes represent Amazon's attempt to make full-funnel advertising simpler to plan, execute, and measure regardless of brand size or internal expertise.

Amazon's advertising revenue reached $17.7 billion in the third quarter of 2025, representing 22 percent year-over-year growth. The Trade Desk CEO Jeff Green noted during an earnings call on November 7 that Amazon will likely generate about seventy billion dollars in advertising this year, with roughly ninety percent in Sponsored Listings competing with Google Search and emerging artificial intelligence search.

Artificial intelligence agents arrive across platforms

Amazon introduced Ads Agent on November 11, an artificial intelligence system that automates campaign management tasks across Amazon Marketing Cloud and Amazon DSP using natural language processing. The agent translates business questions into SQL queries using natural language, accelerating analytics workflows without requiring specialized database knowledge.

Ads Agent interprets media plans, builds campaign structures, recommends budgets, and surfaces AMC insights. Creative Agent generates or scales video and display assets that fit Amazon's retail and streaming environments. Jay Richman, vice president of product and technology at Amazon Ads, explained to Digiday that the creative agent functions as a creative director.

The Creative Agent expanded capabilities on November 11 to support Streaming TV and Sponsored TV advertising formats. The agentic artificial intelligence tool, initially introduced in September as a conversational creative partner within Creative Studio, now operates through the unified Amazon Ads console and handles video advertising across Amazon's streaming inventory. The tool transforms campaign development by enabling professional-quality asset creation through natural conversation.

Google announced on November 12 the full availability of its new agentic artificial intelligence tools, called Ads Advisor and Analytics Advisor. Vidhya Srinivasan, vice president and general manager of Google Ads, stated that the platform launched to all English-language accounts in December 2025, bringing Gemini-based campaign optimization to advertisers.

The Ads Advisor speeds up campaign pace by taking an advertiser's broad goals and turning a loose campaign brief into a media plan that can be activated almost instantly. The artificial intelligence handles campaign optimization, recommending new media channels or search terms. The artificial intelligence also acts as a brainstorming and generation tool for new creative strategies. The Analytics Advisor targets large advertisers or site operators that want to remove manual processes of pulling data and the data science knowledge often required to analyze large data sets.

The IAB Tech Lab introduced its Agentic RTB Framework version 1.0 for public comment on November 13. The framework aims to pave the way for more comprehensive and efficient agentic media buying marketplaces in the near future, when demand and sell-side technology will integrate through new types of pipes. Tony Katsur, CEO of the IAB Tech Lab, stated that companies need to better "enrich, inform and analyze programmatic trading, or the bid stream itself."

The framework introduces containerization concepts to programmatic advertising. Companies would function as containerized agents within demand-side platforms, more easily identifying fraudulent impressions before being bid on. Since containerization is inherently secure, the DSP would not have access to the measurement company's code or software.

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Amazon Marketing Cloud receives expanded capabilities

Amazon announced on November 11 an expansion to Amazon Marketing Cloud's ad traffic lookback window from 13 months to 25 months. The extension enables AMC customers to analyze advertising performance across a significantly longer time horizon. The 25-month lookback window provides advertisers with access to advertising data spanning more than two full calendar years, allowing for complete year-over-year performance analyses.

The expansion became available in the United States and Canada on November 11, 2025, with additional regional rollouts scheduled for the first quarter of 2026 covering the United Kingdom, Germany, Italy, France, Austria, Turkey, and Japan. The lookback window expansion addresses advertiser demands for deeper understanding of long-term advertising performance and seasonal trends.

Amazon Marketing Cloud launched Prime Video viewership signals on November 11, introducing content engagement data from Prime Video into AMC's analytics platform. The integration marks a technical advancement in how advertisers access streaming viewership information. The Prime Video signals became available in open beta across the United States, Canada, Japan, and Australia on November 11, 2025.

The new signals provide three primary data types: content title information, content type classification, and show-level engagement metrics. The system includes viewership data from Prime Video's entire catalog, including content previously branded as "Watch for free" under the Freevee designation. The integration enables advertisers to understand entertainment preferences and their intersection with customer behaviors.

Amazon Ads announced on November 11 the launch of a unified reporting experience that consolidates reporting interfaces and applications across the entire platform. The open beta enables advertisers to filter and combine data across ad products, accounts, countries, and supply and targeting combinations through the report builder UI, reporting API, and Amazon Marketing Stream.

The new Reporting landing page provides a list of report templates with prepopulated metrics and reporting dimensions to accelerate report building. The report builder UI offers an intuitive workflow, enabling advertisers to filter reports by manager account, advertiser account, campaign, country, and ad product-level. The unified reporting experience addresses fragmentation challenges where advertisers previously needed to access separate reporting interfaces for different ad products.

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Amazon expands video advertising formats

Amazon introduced Sponsored Products video on November 11, marking the company's expansion into interactive video advertising within its established Sponsored Products campaign infrastructure. The new format enables advertisers to upload between one and five product feature videos per product, with shoppers viewing up to three video thumbnails displaying relevant features based on their search queries and browsing history.

Early testing data reveals Sponsored Products campaigns with video achieved a 9 percent click-through rate increase compared to campaigns without video. The performance differential became more pronounced among engaged viewers, with click-through rates jumping 8 times higher for the 20 percent of shoppers who watched Sponsored Products videos for longer than five seconds.

Amazon Ads announced on November 11 the introduction of Sponsored Products prompts and Sponsored Brands prompts, an artificial intelligence-powered enhancement that automatically engages shoppers with relevant product information throughout their purchasing journey. The feature launched as a free beta at the company's annual unBoxed conference. The prompts function as conversational, interactive ad variations offered at no cost during the beta phase while Amazon's systems learn and optimize performance.

The technology leverages Amazon's first-party signals from detail pages, Brand Stores, campaign data, and additional sources to surface product expertise at key decision moments. Amazon automatically enrolls Sponsored Products and Sponsored Brands campaigns in prompts without requiring additional setup from advertisers. Sponsored Products prompts reporting will become available within existing campaign reporting by the end of November 2025.

Amazon announced improvements to its Performance+ and Brand+ advertising solutions on November 10, 2025. The enhancements include refined artificial intelligence models, consideration tactics designed to reach customers during purchase decisions, and insight cards revealing shopper engagement patterns. The enhanced artificial intelligence models now provide more precise audience targeting by leveraging Amazon's AdRelevance capability.

Performance+ and Brand+ launched in 2024 as Amazon's answer to advertiser demands for transparent, artificial intelligence-powered campaign management through Amazon DSP. The consideration tactics enable advertisers to reach shoppers during active purchase consideration rather than just awareness or conversion stages. The insight cards provide transparency into how shoppers engage with brand creative, showing metrics like view-through rates and engagement patterns.

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Google implements measurement improvements

Google announced substantial changes to its incrementality testing capabilities on November 11, 2025, reducing the minimum experiment budget from previous thresholds approaching $100,000 to just $5,000. The reduction enables smaller advertisers to conduct controlled experiments measuring true advertising effectiveness. John Chen, Senior Director of Product Management for Ads Measurement, announced the improvements through a Google Ads Liaison post.

The platform implemented improved statistical models delivering up to 50 percent more conclusive results and faster reporting capabilities enabling custom test sizes and preferred statistical confidence levels within the Google Ads interface. The announcement occurred on November 11, 2025, with features becoming available across Video, Discovery, and Demand Gen campaigns immediately. Display, Search, Shopping, and Performance Max campaign access requires coordination with Google account representatives.

The threshold reduction addresses a persistent barrier where most advertisers lacked budgets to conduct rigorous incrementality experiments. Previous minimum spend requirements approaching $100,000 excluded the vast majority of Google's advertiser base from accessing measurement capabilities that validate whether advertising drives additional outcomes beyond what would have occurred organically.

Google Merchant Center introduced audience targeting capabilities for promotions on November 6, 2025, expanding retailers' ability to segment promotional offers beyond blanket discounts. The update enables merchants to direct promotions toward new customers or specific geographic regions, adding strategic controls absent in previous promotion configurations. Emmanuel Flossie, a Google Shopping Specialist and Google Ads Diamond Product Expert, documented the feature through FeedArmy.

The audience targeting options appear when merchants create new promotions in Merchant Center. New customer targeting identifies users without prior brand interaction and operates exclusively for Shopping ads. Location targeting enables geographic segmentation and applies exclusively to organic listings. The feature integrates with Merchant Center Next's streamlined promotion creation workflows.

Google Analytics implemented significant changes to its user-provided data feature on November 5, 2025, shifting the system's focus toward advertising conversion accuracy and away from user session attribution. The infrastructure update represents a fundamental change in how the platform processes first-party customer information, affecting measurement strategies for businesses relying on hashed email addresses, phone numbers, and physical addresses for analytics purposes.

The user-provided data feature now concentrates exclusively on activation and ads conversions. The modification improves Enhanced Conversions and Customer Match Audiences while ensuring more accurate attribution and event reporting. The company removed user-provided data as a reporting identity identifier for session and user attribution, marking a departure from the feature's previous dual-purpose functionality.

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Platform infrastructure and policy updates

Display & Video 360 announced on its help center that three exchanges will undergo name changes in the platform's reporting systems during the week of November 17, 2025. The modifications reflect updated branding and partnership arrangements affecting how advertisers track and analyze supply path optimization across programmatic campaigns. Magnite Streaming becomes Magnite SpringServe, Xandr changes to Microsoft Monetize, and Criteo—Commerce Grid updates to Criteo Commerce Grid.

The Magnite Streaming to Magnite SpringServe change acknowledges the company's April 23, 2025 announcement combining its streaming ad server with supply-side platform capabilities. The unified platform streamlines buyers' connection to 99 percent of US streaming supply. SpringServe recently added machine learning capabilities on October 24, 2025, to optimize ad pod construction for connected television publishers.

The Xandr to Microsoft Monetize transformation follows Microsoft's June 2022 acquisition of Xandr from AT&T and subsequent platform development. Microsoft announced that Microsoft Invest will shut down by March, with advertisers across North America, Latin America, the European Union, and Asia Pacific moving to Amazon DSP.

InfoSum announced Beacons on November 12, introducing infrastructure for cross-cloud data collaboration that addresses the industry's transition from identity-based marketing to artificial intelligence-led growth strategies. Lauren Wetzel, CEO at InfoSum, stated that Beacons represent infrastructure for artificial intelligence-ready cross-cloud data collaboration, deploying directly into customer environments across AWS, Google Cloud, and Microsoft Azure.

The technology uses vector-based matching to enable insights beyond identity-focused approaches, supporting expanded data formats including images, videos, audio, and free text while maintaining data in original environments. Disney appeared among the first brand partners to leverage the technology. The announcement occurred on November 12, 2025, following WPP's acquisition of InfoSum on April 3, 2025.

Innovid announced conversion signals within Harmony on November 5, 2025, enabling publishers and platforms to optimize campaigns in real time based on actual business outcomes rather than traditional delivery metrics. The software platform revealed Display & Video 360 as an early adopter of the conversion signals capability. The development marks a significant infrastructure advancement in connecting ad exposure data directly to attributed conversions.

Conversion signals operate by tying attributed conversions from the InnovidXP measurement platform directly to ad-serving data. The closed-loop process encompasses ad serving, measurement, and optimization within a unified system. Guy Kuperman, Chief Strategy Officer at Innovid, stated that the real advantage of conversion signals for advertisers is being able to act on what's working in real time.

Content moderation and platform policies

YouTube released a comprehensive statement on November 13, 2025, addressing creator questions about content moderation systems and appeal processes following increased scrutiny of channel termination practices. TeamYouTube collaborated with the Trust & Safety team to review hundreds of social media posts and corresponding YouTube channels outside typical workflows during the past week.

The vast majority of termination decisions were upheld, with only a handful of cases being overturned. Rob from TeamYouTube posted an announcement confirming no bugs or known issues existed with systems. An old Help Center message from October 4, 2024, had circulated on social media, which was unrelated to any current issues. The platform confirmed that appeal reviews involve human examination rather than purely automated processes.

The timing of YouTube's clarification follows creator reports in early November 2025 about receiving automated rejection notices within minutes of submitting appeals. Multiple creators on X questioned whether human reviewers actually examined appeals, contradicting TeamYouTube's public statements about manual review processes. YouTube's content moderation challenges exist within a broader platform infrastructure processing millions of videos daily.

Google Search experienced ranking volatility starting late November 7, 2025. Barry Schwartz reported feeling a Google Search ranking update brewing based on chatter in the SEO community and third-party Google Search tracking tools. The volatility continued through November 12, with another spike in movement.

Schwartz named the fluctuation the Movember update, noting that the last reported Google ranking volatility occurred during what he called the Halloween update and then between October 15th to 17th. The tools began showing less dramatic movements since Google turned off the ability to see 100 results per page and the tools began to recalibrate.

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Licensing agreements and publisher relationships

News Corp is scoping out the potential for a multi-licensing LLM portfolio strategy, according to sources familiar with the matter reported by Digiday on November 6. The media group, which struck its first licensing deal reportedly to the tune of $250 million spread over five years with OpenAI in May 2024, is pursuing branching out.

News Corp CEO Robert Thomson described the media group's strategy as a "woo and sue" approach in an August earnings call. Google began artificial intelligence licensing talks with a selection of publishers in the summer, but has been far less vocal about its partnerships than rival OpenAI. Google has recently worked with publishers on curated "featured notebooks" in NotebookLM, including The Economist's World Ahead 2025 report and The Atlantic's "How to Build a Life" advice series by Arthur C. Brooks.

Associated Press joined Microsoft's artificial intelligence content marketplace, becoming the latest media company after People Inc. and USA Today Co. to confirm a licensing deal with the tech giant reported on November 6. The news agency has revealed it's a partner of the pay-per-use content marketplace, having signed a deal last week. Kristin Heitmann, global chief revenue officer of Associated Press, confirmed the partnership.

AP struck its first licensing deal with OpenAI in 2023 and signed an agreement with Google to license AP content to Gemini at the start of 2025. Microsoft's move to create an artificial intelligence marketplace signals to the market that it respects copyright law and wants to pay for intellectual property it doesn't own. Jason Kint, CEO of publisher trade group Digital Content Next, emphasized that even the a la carte model of buying piecemeal based on what people want represents experimenting with the new marketplace that is healthy.

Streaming advertising developments

Netflix announced on November 6 that its ads reached more than 190 million global Monthly Active Viewers in October, introducing the new MAV metric representing members who watched at least one minute of ads on Netflix per month, multiplied by the estimated average number of people per household. Mitzi Reaugh, vice president at Netflix, noted one advantage is that the MAV metric better captures co-viewing behaviors.

MAVs take the place of MAUs, monthly active users. MAVs also include greater viewership outside of ad-supported plans, like during livestreamed events. Amy Reinhard, President of Advertising at Netflix, told Digiday on November 14 that switching from MAUs to MAVs won't affect how Netflix sells ads. The goal is to be "more transparent and clear about how our audiences are interacting with the service."

Netflix rolled out its advertising technology stack six months ago, pairing Magnite as the supply-side platform to handle the marketplace where its ads are sold with Netflix's own ad server. Amazon is one of several buying platforms plugged into that setup, alongside Google's DV360, The Trade Desk, Yahoo and AJA in all 12 of its ad supported markets. Netflix is expanding its first-party data onboarding via LiveRamp to more major markets.

Buyers can use Amazon's DSP to purchase Netflix inventory, and Amazon offers discounted fees when the DSP is used to buy third-party connected television. In some cases, it could actually be cheaper to buy Netflix through Amazon than anywhere else. Floor prices are competitive with other streaming platforms, but additional charges for any sort of SSP-applied targeting increase clearing prices to a point where advertisers may need to add up to 40 percent on top of floor prices to add demographic, geographic, or genre targeting.

Spotify launched listening stats on November 6, 2025, showing users' top artists and songs from the past four weeks across more than 60 markets for Free and Premium users. The feature generates weekly highlights capturing individual listening behaviors, whether representing milestones, new discoveries, or fan moments. The implementation adds to Spotify's existing personalization infrastructure, which already includes daylist, Release Radar, and Discover Weekly.

The feature's launch timing in early November 2025 positions it approximately one month before Wrapped typically launches in early December. This scheduling creates regular engagement leading into Spotify's marquee annual personalization event, potentially building anticipation and maintaining platform activity during a period that might otherwise experience reduced engagement between major platform moments.

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Amazon marketplace policy changes

Amazon announced on November 3 that it will implement a fee structure for its Selling Partner API, marking the end of free access that developers have enjoyed since the introduction of Marketplace Web Services in 2009. Third-party developers will face an annual subscription fee of $1,400 starting January 31, 2026, plus monthly usage fees based on GET API call volume beginning April 30, 2026.

Third-party software companies that build applications serving Amazon sellers will bear these costs initially, though industry experts anticipate sellers will ultimately absorb the expenses through higher software subscription prices. Jon Elder, founder of Black Label Advisor and a prominent Amazon marketplace consultant, stated on social media platform X that sellers should expect these costs to be passed through.

Amazon opened billing setup in the Solution Provider Portal on November 3, 2025. Developers must submit charge method information, billing addresses, and tax information by January 31, 2026, when annual subscription charges begin. Applications without valid payment methods will be removed from the Selling Partner Appstore on February 9, 2026, with new authorizations blocked. By February 16, 2026, applications lacking valid charge information will lose all SP-API access.

Amazon announced on November 4 an expansion of Omnichannel Metrics enabling advertisers across five product categories to measure offline sales impact from their Amazon Ads campaigns. The feature expansion covers health and beauty, household products, beverages, snacks and candy, and packaged pantry items. The measurement capability became available to all self-service Amazon DSP advertisers with monthly active campaigns.

Omnichannel Metrics works by matching Amazon's advertising exposure data with offline purchase records collected through the Amazon Shopper Panel. Panel members scan physical receipts from any retailer, creating a representative sample of consumer shopping behavior across online and offline channels. The measurement occurs through Amazon Marketing Cloud, a secure clean room environment where advertisers perform analytics on pseudonymized data.